"We're chasing direct flights from places like Shanghai, from Tokyo and India to increase our visitation numbers," he said.

"That's the biggest thing you can do.

"At the moment they [Chinese tourists] are a significant player, they're a big-spending visitor market and we want to get more of it."

Mr Papalia said he wanted to market WA as the "alternative gateway" to Australia.

"We are already well-serviced … but just getting more direct flights to Perth and selling yourself as the other way you can come into Australia will help grow our international market," Mr Papalia said.

Tourism WA's CEO has 'no prior experience'

Tourism Council CEO Evan Hall said the tourism industry had reduced prices and invested heavily in new hotels, vessels and tourism experiences, making the figures all the more disappointing.

"States like Tasmania and South Australia with fewer international aviation services … are growing their international tourism by around 20 per cent," he said.

"Meanwhile, WA has lost international market share in visitation, expenditure and nights."

Mr Hall said other states were better at promoting themselves.

"The Government has made tourism jobs growth … a top priority, however there's a huge gulf between the Government's plans and what's being delivered on the ground," he said.

Mr Hall said the "bureaucratisation" of the state's tourism and education marketing had led to a lack of specialised leadership at the top of Tourism WA.

He said the Tourism WA CEO position was currently being filled on a part-time basis by the director-general of the Department of Jobs, Tourism, Science and Innovation, who has "no prior experience in tourism".